Depok-The Multimedia Broadcasting study program in the Vocational Education Program at the Universitas Indonesia (UI) once again presented media industry practitioners for a guest lecture on November 28, 2025. The event featured Anita Russian, Content Marketing Section Head (Government) at iNews Media Group, who shared her experiences and best practices regarding data utilization in developing creative content in the digital era.
This guest lecture is integrated with the Creative Content Research course, designed to equip students with the skills to solve broadcast content problems through a responsible, data-driven, and professionally executed research approach. Through presentations and interactive discussions, students are encouraged to understand how research and data analysis play a foundational role in the creative process, from planning to evaluating content across media platforms.
(Foto: Anita saat menjelaskan sebuah konten kreatif yang dapat dikembangkan melalui berbagai data)
In her presentation, Anita emphasized that creativity in today’s media industry is inextricably linked to the ability to read and process audience data. Anita stated, “Data is not a barrier to creativity, but rather the ‘fuel’ that helps creators produce content that is relevant, targeted, and impactful.”
Anita also explained that changes in media consumption behavior, particularly among the younger generation, require broadcasters to no longer rely solely on intuition. Audience data analysis, whether descriptive, predictive, or prescriptive, is key to understanding audience needs, preferences, and interaction patterns with content.
For example, Anita explained the content production workflow at iNews Media Group, from target audience mapping and data-driven creative concept development to evaluating content performance across platforms like television, digital media, social media, and offline activities. She believes content research plays a crucial role in mitigating the risk of creative block, managing tight deadlines, and balancing client interests with editorial standards.
(Photo: Group photo with the audience after the guest lecture ended)
The Head of the Multimedia Broadcasting Study Program, Peny Meliaty Hutabarat, S.Sos., M.S.M., stated that the material presented aligns with the direction of vocational learning, which emphasizes a balance between conceptual knowledge and practical skills. “Students need to understand that content research is the foundation of quality content production. Through this guest lecture, students learn how data is used ethically and professionally to solve broadcast content problems. Furthermore, the presence of industry practitioners provides a concrete picture of work standards, challenges, and the dynamics of collaboration in a professional media environment,” said Peny.
For the students, the lecture was a learning experience that enriched their perspectives. Bilan Azwin Saputra, one of the students, said that Anita’s presentation opened up new perspectives on the creative process. Bilan said, “I’ve come to understand more clearly that content research is a real need in the industry. Audience data can help us create the most appropriate concept, format, and platform for content.”
Through this guest lecture, the Multimedia Broadcasting study program hopes that students will become more skilled at integrating research, creativity, and professional responsibility. Furthermore, the knowledge gained from this course will help them contribute adaptively and strategically to the ever-evolving broadcasting and digital media industry ecosystem.
